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Redefining the Customer Journey in the Digital Age

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Are you optimizing your customer’s journey?

Customers don’t need to be wowed. They’re super busy. They just desire a streamlined experience, at any given moment with quick and seamless resolution. Needless to say, they are looking for an easy, personalized, connected, and consistent experience.

The value of focusing on your customers’ journey can’t be understated. Done right, it helps make your marketing feel more like matchmaking and builds a lasting relationship between your customers and your product.

As the old adage goes that if you don’t understand the customer journey and evaluate how, why, when, and where customers are interacting with your brand; you cannot influence them. This holds true with today’s digital customers; ultimately, you will fail miserably to meet their evolving needs. Thanks to digital and social media, the customer’s intolerance to brands that get their engagement strategies wrong is growing significantly.

Isolated Conversation- A thing of the Past; the connected customer wants hyper-personalized

Digital age customers expect hyper-personalized user experiences when they interact with a particular brand, including high-value communication across multiple channels and devices. Customers are now much more savvy, more agile, more independent, more complex in terms of what they look for to help make their purchasing decisions and their behaviors are increasingly inconsistent and harder to predict – in contrast, the marketer’s traditional approach to defining their target audience, planning and executing campaigns is struggling to keep up. A consumer’s real, personal journey of self-improvement is constant throughout that individual’s life.

The need to understand the customer journey through your product and service experience has been widely heralded as a fundamental component of marketing for years. Those companies who fail to unravel the mystery behind the customer journey cannot strengthen their bond with their customers.

However, the term “customer journey” is broken. This sounds cliché, but the complexity of customer journeys coupled with multiple broken, disconnected channel partner networks is impeding organizations from delivering personalized customer experiences.

In today’s data-rich world, the term ‘customer journey’ is undeniably too high level, too generic, and too prescriptive. It’s incomplete, rarely actionable and therefore it is said to be ‘broken.’ The focus of tomorrow’s marketer, therefore, needs to be less linear, segment focused, and personal.

Delivering a seamless experience at every phase of the customer lifecycle can bolster a brand’s relationship with its audience and it requires an ample amount of data and a thorough understanding of the customer journey.

However, customer journeys don’t work that way, because customers don’t behave this mechanically. They are human and should be respected as individuals. Taking this account, Offline or CRM data on its own is no longer enough to drive this approach.

Despite the high sophistication, the truth is, the ‘real’ customer journey is something far more complex, variable, and volatile than it is challenging to cope up with this effectively.

Challenges that businesses face with the customer journey:

  1. Extremely difficult to harness the information on customers and audiences from social networks.
  2. The growth of online conversations and metrics, which require a robust platform to manage the enormous amount of content.
  3. Conversations between business and customers are scattered across various channels.
  4. All the data that is available on a customer is somewhere in silos and is not utilized fully. Companies are struggling to find ROI across multiple channels.

 

To solve these challenges, Salesforce has come up with a powerful platform, ‘Salesforce Marketing Cloud’ to integrate all disparate data.

Why your business should Choose Salesforce Marketing Cloud?

Salesforce marketing cloud is one of the market leaders in the marketing cloud domain along with other clouds like IBM marketing cloud, Adobe marketing cloud, and Oracle marketing cloud. It is the platform for delivering relevant, personalized journeys across channels and devices. It helps marketers to deliver the right messages at the right time to the right people using the right channel. It provides your organization – journey builder, contact management tools, content management tools, analytics builder, and various channels such as email and mobile.

To gain more insights, email us at [email protected] or visit Tavant.com/Salesforce.

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